Channel Associations: Microsoft's 'Promote Genuine' Drive-Lukewarm

Microsoft had introduced the anti-piracy drive with the intent to drive
its genuine software business early this year. It even roped in channel
associations to help it in this endeavor. But months down the line, the
associations are divided over the success of this initiative

Adesire to educate partners about the hazards and disadvan­tages of using
pirated software, coupled with the intention to handpick faulty partners selling
pirated versions of its operating system, was what motivated Microsoft to
initiate its anti-piracy drive. Though the company has been carrying on with the
drive for a while now, the big question is, how successful has it been in this
attempt? Has the drive really worked or was it just another initiative that
looked good on paper?

On contacting the partners and associations a few striking facts were brought
out. The Jalandhar Computer Dealers's Association (JCDA) and Progres­sive
Channel Association of Information Technology (PCAIT), Delhi were two
associations roped in by the company to assist them in their initiative. While
both were all praise for Microsoft's efforts, they also had a few suggestions to
give.

Rajiv Khanna, President, JCDA, stated that the drive was a successful one and
the association made every effort to make Jalandhar a piracy free zone. At
least, 70 to 80 percent of its members feared going against the association and
accepted the initiative.

In the process, five or six members were caught, but instead of punishing
them right away the association held talks with Microsoft's representatives and
ensured that the partners did not indulge in the activity again, and hence were
saved from being blacklisted.

“Partners looking for long-time business welcomed the decision and
implemented the same. However, one cannot say that the campaign has produced 100
percent results. It has certainly been able to curb the piracy market to an
extent but there are still other faulty partners who are active and eating into
the business,” opined Khanna.

Bouquets come along too

PCAIT was all praise about the awareness drive that Microsoft had initiated. But
there were a few areas of concern that were required to be addressed, as far as
the drive was concerned. In the first place the company carried out only one
training program. There was a requirement to prepare a roadmap for the drive and
then keep the momentum going, but after that one program no further initiatives
were taken up.

Another problematic area was that in the whole process the roles kept
changing. If one person initiated this drive, then a second person came into the
picture later. As a result the drive could not be carried out smoothly and
effectively.

“In February during our annual general meeting explained the hazards of using
pirated products while educating members about the license and the myths
surrounding it. But thereafter the program never picked up. We are in fact still
waiting for them to continue with the drive,” stated Saket Kapur, Secretary,
PCAIT.

In the waiting list

While few associations have already backed Microsoft in their 'Promote
Genuine' drive, there are other associations who are waiting for the company to
rope them in as well. Kolkata-based Compass (Computer Associa­tion), South
Gujarat IT Association (SITA) and Bangalore-based Association for Information
Technology (AIT) are just a few among the lot. KL Lalani, President, Compass
said, “Microsoft had approached us on a few occasions but things never
materialized thereafter. However, given the opportunity, the association will
certainly assist the company in their drive. Dealers should work in accordance
with the company, with a positive mind frame.”

Echoing his words, Ketan Patel, President, SITA, said that around 10 months
back there were talks going on with Microsoft but that did not take any final
shape. Jayessh Mehta, President, AIT said that the company has never approached
their association. However he added that if they did, members would accept the
initiative whole-heartedly.

Current drivers

At the moment, Microsoft has roped in Bhoj Information Technology and Office
Automa­tion Association (BITOAA), Bhopal and Panipat Computer Dealers
Association as well. Both the associations are equally excited about the drive.

Ajay Singla, President, Panipat Computer Dealers Association mentioned that
they will hold meetings and engage in activities to curb piracy. On the other
hand, Ashish Jain, President, BITOAA opined, “The drive is a first of its kind
in Bhopal and will create awareness among partners, which will further help us
operate in a healthy environment.”

Pooja Sharma

poojas@cybermedia.co.in